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NH7 Launches Music Store On Flipkart Flyte; Why?

NH7.in, the music streaming and discovery platform focused on independent music, has tied-up with Indian e-commerce major, Flipkart to launch digital music downloads featuring indepdent music, via Flipkart’s Flyte digital store. While the site is an extended section of Flyte, the URL – nh7.in/musicstore, redirects to it. However, at the time of writing this post, the Flipkart Flyte store does not offer a link to the store on its home page or on Flipkart’s home page.

According to NH7, the store will feature albums/EPs from 50 artists including the likes of folk rockers Swarathma, electronica duo Midival Punditz, hardcore metallers Scribe, gypsy/jazz cabaret band Peter Cat Recording Co and producer/composer Karsh Kale. The downloads are priced between Rs 6 – Rs 15 for singles and Rs 20 – 150 for albums.

Why Does Flipkart Need NH7? What About NH7’s Store?

We’re not sure why Flipkart needed to go through NH7 to get music from independent artists on its music store or why NH7 partnered Flipkart to make music available on the latter’s store, when it could have set-up its own store in sync with the site’s look and feel and integrated with the editorial content in a better manner. NH7 also features a ‘Downloads’ section, offering free music downloads from independent artists. NH7 had previously sold digital downloads of Pentagram’s Bloodywood, and tickets to the Bacardi NH7 Weekender and the Eristoff Invasion Festival through its website and had said that it intended to launch a a full-featured e-commerce platform offering  ticketing, music and merchandise. The site is still offering paid music downloads.

Speaking with MediaNama, Vijay Nair, CEO of Only Much Louder, the parent company of NH7, informed that the initial plan was to independently launch its own store, however, following the launch of Flyte, the company felt that it’s better to align with a player like Flipkart which could offer more scale as it’s already a trusted brand. He also mentioned that Flipkart had existing deals with labels, while NH7 had access to independent artists, so it made sense for the two companies to come together. He added that in independent music nearly 20% artists are aligned with labels while the rest, specially rock and metal artists, release albums on their own, so NH7 would act as an aggregator and curator for Flipkart, and will help in connecting Flipkart with indie artists.

He stated that Flyte would aid discovery and allow independent artists to get more exposure, specially from listeners who’re not aware of them, since it attracts visitors who come to the site to download Bollywood, International, and other genres of popular music.

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Revenue sharing arrangement & NH7’s role: NH7 would work on a revenue sharing basis with artists and Flipkart. Nair added that arrangement would be simple, and identical for all independent artists. NH7 will also market the artist. On the lack of NH7 branding on the Flyte store, he responded that Flyte used a standard template code and it would take time to integrate the branding. He said that the immediate focus was to get the music out, and that both entities have bigger plans for the store, which will be implemented over the next three months. Update: The store now features NH7 branding.

NH7 also features a music player on its website, and claims to stream 2,000+ number of tracks from Indian and international artists, across a number of genres. Interestingly, the player also features a ‘download’ button which was not activated at the time of writing this post. Nair informed that the site plans to integrate the recommendation engine with the Flyte-NH7 store, in the near future.

Note that a few months back, Only Much Louder had raised funding from Chernin Group’s Asia-based media firm CA Media and Zodius, an investor and operator of digital media, commerce and services companies.

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